On April 25, the Germany-based confectionery company Haribo registered NFT Trademarks with the United States Patent and Trademark Office (USPTO).
From the documents, it’s clear that the gummy bear company plans to brand physical items and digital assets in its name, “HARIBO’’. These include digital avatars, multimedia files containing artwork relating to confectionery, cartoons, and other items authenticated by NFTs.
The trademark stipulates that HARIBO’s brand name can be used on cell phone cases, jewelry downloadable audio and video recordings, and others. Haribo also plans to launch augmented reality glasses, video consoles, cartoons, toys, and smart glasses.
Following this announcement, Haribo has joined other confectionery brands, like Hershey and Twix by Mars Wrigley, in the NFT world.
Last month, Twix by Mars Wrigley filed for the “Juicyverse” trademark to launch music, videos, avatars, and sweets legitimized by NFTs.
In recent times, there’s been a surge of creators and brand owners filing for trademarks to protect their assets in relation to Web3 and Metaverse. Yet, many people are unaware of what can be trademarked and what can’t.
USPTO shared some information earlier this year to provide clarity. This is why more brands like Haribo are happily trademarking their names in Metaverse today.
Haribo is a household name when it comes to confectionery. Established in 1920 and headquartered in Germany, it has been renowned for manufacturing candy. It also manufactures accessories which serve as momento to their gummy bears and candies. The company operates in over 100 countries mostly in Europe and some parts of America.
With this trademark, the company aims to attract a bigger, diverse, and younger customer base. That’s why it’s creating a host of items like: virtual reality glasses, smartwatches, jewelry, toys, and downloadable media files – all validated by NFTs.